Mobilizing The Store: Game-Changing Trends for 2012

#mCommShop

Mobilizing The Store Game-Changing Trends For 2012

#mCommShop December 15, 2011

#mCommShop

Welcome to the Webinar

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About Retail TouchPoints

  Launched in 2007

  Over 20,000 subscribers

  To provide executives with relevant,

insightful content across a variety of

digital medium

Free subscription to our weekly newsletter: www.retailtouchpoints.com/signup

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Panelists

Scott Todaro VP, Marketing AisleBuyer

Andrew Gaffney Publisher Retail TouchPoints

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POLL

Do you have a mobile app that connects consumers to

your e-Commerce site?

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Do you have a mobile app that connects consumers to your e-Commerce site?

19%

81%

Yes No

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Do you have a mobile app that connects consumers to your e-Commerce site?

Revenue of $500 Million plus Revenue of $100 Million plus

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If "yes," what type of e-Commerce functionality do you offer in your app? (Check all that apply)

26%

45%

48%

52%

55%

55%

68%

68%

74%

87%

Other

�Deal of the day

Product ra>ngs and reviews

Set up an account

Search

Buy online/ship to store or home

Check prices

Promo>ons and coupons

Browse catalog

Store locator

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POLL

Do you have an app that is intended for in-store use?

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14%

86%

Yes No

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Revenue of $500 Million plus Revenue of $100 Million plus

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What functionality does your mobile app currently offer for use in your retail store? (Check all that apply)

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Do you plan to introduce a mobile app for use in your retail store? (Check all that apply)

6%

6%

16%

20%

23%

30%

Yes, within the next 3 months

Have built a mobile-‐enabled web site instead of an app

Have no plans to introduce a mobile app

Yes, within 3-‐6 months



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What mobile functionality are you looking to offer customers for use in your retail stores? (Check all that apply)

17%

19%

24%

24%

27%

29%

30%

30%

34%

39%

39%

43%

47%

51%

54%

Near Field Communica>on (NFC)

Buy in-‐store ship to home

Ra>ngs and review

Self-‐checkout

Digital circular or catalog

Search

Price look-‐up

GPS for store loca>ons

Browse catalog

Digital receipts

Deal of the day

Store locator

QR code scanning

Barcode scanning

Promo>ons

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Which of these technologies is most important to the way you interact with customers?

11%

14%

35%

40% mPOS with an iPod Touch

mPOS with a tablet

Mobile self-‐checkout with a smartphone

Mobile store associate with a tablet

* mPOS: Mobile Point of Sale

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Which of the following mobile customer transaction touch points have you implemented, or considered implementing, in your stores?

Already deployed Piloting

Planning to pilot in the

next 12 months

On radar for the next

12-24 months

No plans to implement

Mobile store associate with a tablet

5.6% 18.1% 23.6% 26.4% 26.4%

mPOS with a table 0.0% 9.7% 25.0% 27.8% 37.5%

mPOS with an iPod Touch 2.8% 9.7% 18.1% 27.8% 41.7%

Mobile self-checkout with a smartphone

2.8% 5.6% 20.8% 37.5% 33.3%

Confidential - Do Not Distribute"

Agenda"

Quick Introduction

Industry Examples

Building Your Strategy


AisleBuyer: Mobilizing the Store"Combines the best of e-Commerce, mCommerce & in-store into one solution

AB Mobile Solution Offers:!

• e-Commerce, kiosk, & POS functionality delivered through mobile devices"

• A mobile commerce platform that unifies apps and data for true multi-channel retailing"

• The ultimate line busting technology with customer self –checkout and store associate checkout anywhere in the store"


Brick & Mortar Mobile Examples!


•  Maintenance reminders

•  New products •  Promotions •  Replenishment

•  Consumer reviews •  Coupons/promotions •  Nearest dealer/retailer •  Location-based

marketing •  Price comparisons •  Product comparisons •  Product information •  Ratings •  Store inventory •  Lists /registries

•  Accessories •  Lead generation •  Rebate •  Sales •  Receipts (Paper/

Digital)

•  Branding •  Registrations •  Sweepstakes •  Tools (e.g., product selection) •  Video (demonstrations)

Consumer Value Proposition"

21

Post-purchase Interaction

Where to buy

Repeat Purchase

What to buy

Revenue

“Discovery” “Influence”

“Sal

e”

“Rep

eat P

urch

ase”

•  Community •  Customer service •  Ownership guides •  Services (e.g., Nike)

Mobile supports consumers throughout the shopping journey


Mass Merchant Retail Example"Pr

e-St

ore • Directions to the

store, store hours • Check in for points

and offers • Text to store pickup

that she’s here • See average wait

time at checkout, or even which of her friends has shopped recently

In-S

tore

• Shopping list with suggested route map or item location

• Scans items for more information including price or product safety information

• Special offers to go to other parts of the store

• Refills a pharmacy order

• Displays bar code to pick up order

• Decides to print out some photos on her phone

Chec

k-ou

t • Check out while shopping or with a phone

• Apply all coupons • Apply a gift card or

other stored value card

• Get receipt emailed

Mobile phones can be used from check-in to check-out


Quick-Service Restaurant Example"

1.  Store location and times 2.  Menu lookup and pre-order

3.  Check in to receive extra points

4.  Average store wait time

5.  Saved orders for re-ordering

6.  Text sent that the order is completed

7.  Emailed receipt

Quick Service restaurants are all about convenience


“The Apple Effect”"

24

Now

•  2011: Apple announces mobile self-checkout

Then •  2009: Apple releases store

associate checkout system using iPod with Infinite Peripheral sled

“When Apple — arguably one of the most successful retailers in the last decade — says that mobile self-checkout is ready for use today, others might very well want to have a look. And quickly.” - Glenbrook's Russ Jones

??? 2010 / 2011 2012 / 2013


Best Practice Implementations"

Stored value and wallet Self-Checkout


Building Your Mobile Strategy!


Build A Mobile Strategy Now"

• New revenue opportunities inside the store with digital cross-sells, offers and coupons

Revenue

• Better in-store and online shopping experience to meet consumer expectations

Customers Satisfaction

• Your competitors are investing in mobile commerce today

Competition

The benefits for retailers are numerous and growing


Are Apps Essential?"

1.  Richer user interface

2.  Ability to leverage features like cameras or barcode scanners

3.  Ability to leverage an offline experience without a need for “a fat pipe”

4.  Ability to experiment; test and learn

Target’s mobile optimized site Target’s iPhone app

Consumers prefer the experience of apps to mobile web


Getting Started"

Know thy customers

Set realistic goals

Technology & business process

Implement in phases

Test and measure success

5 key steps toward building a strategy for success


Conclusions"

Mobile commerce is emerging with significant promise in physical stores

The store experience, particularly for retailers and restaurants, will likely be significantly transformed mobile solutions

The benefits of these solutions include incremental customer value, increased customer loyalty and cost savings for the merchant

Apps are an imperative for many of these in-store solutions; partnering with third-parties will accelerate time to market

Tablets have promise in stores as well, and can be exciting and viable kiosk substitutes in relevant categories

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Q&A Session

Your GoToWebinar Attendee Viewer is made of 2 parts:

1. Viewer Window 2. Control Panel

Type your question here

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Q&A // Panelists

Scott Todaro VP, Marketing AisleBuyer

Andrew Gaffney Publisher Retail TouchPoints

#mCommShop

Thanks for attending!

You can download this presentation here:

http://rtou.ch/mobile-store

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Contact The Panelists

[email protected] [email protected]

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Mobilizing The Store: Game-Changing Trends for 2012

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